Beyond the Desk Featuring Nicholas Sabatini

Dentsu is back with another 'Beyond the Desk by dentsu X,' where we dive into the lives, passions, and talents that make our agency so special. 

In this interview, we speak with Nicholas Sabatini, senior associate in client services at dentsu X US. Join us as we explore Nicholas's insights and learn about the importance of time management, the value of questioning the status quo, and the culture of collaboration within dentsu X.

Q> What is one skill they don't teach you in school that you use every day?

Nicholas> One skill that I did not learn in the classroom is time management. Early in my career, I struggled with juggling numerous tasks at once. To address this, I've developed a daily routine. Each morning, I make a list of everything I need to accomplish and prioritize tasks from most to least important. Additionally, I've adopted the practice of tackling quick tasks that take only a couple of minutes and crossing them off my list immediately. After that, I focus on where I can make the most significant impact. I've learned to stay present and allocate my time wisely, ensuring that the tasks I undertake benefit both my team and our clients.

Q> What was your first job, and what was the most important skill or lesson you learned?

Nicholas> My very first job was at a local ice cream shop. It didn't take me long to realize that just because someone does things a certain way or instructs you to follow a certain procedure doesn't necessarily mean there's a good reason behind it. People often tend to stick to the status quo, but this job taught me the value of asking "why." For example, I questioned why the person who scoops ice cream also handles the cash register – a simple querylthat led led to improvements in efficiency. This lesson still applies today; I encourage people not to hesitate in asking questions and suggesting alternate or more efficient ways of doing things. When onboarding new team members, I always stress the importance of questioning processes and proposing improvements when necessary.

Q> Tell us about an accomplishment you're most proud of during your time at dentsu X.

Nicholas> One of my proudest achievements at dentsu X has been our intro into TikTok advertising. We started this journey about two to three years ago with a simple presence on the platform and gradually increased our investments. What excited me most was the opportunity to create highly creative content by collaborating with TikTok creators to promote our brands. We initially did this on a quarterly basis and have since transitioned to monthly creative collaborations. We work closely with a creative agency that coordinates with creators, discussing briefs, concepts, and video types, capitalizing on current trends. Seeing these creators produce engaging content, which we then post on our account, has been incredibly rewarding. We've achieved remarkable results, with a 100% increase in completed video views on creator content compared to traditional branded assets. It's refreshing to create content that blurs the lines between advertising and organic content in a social media context.

Q> Dentsu X is built by _____?

Nicholas> Collaboration. What I truly appreciate about dentsu X is the spirit of collaboration among its people. Despite working remotely and interacting mainly with my team, I've made an effort to connect with colleagues in other client teams. Even though they may not be directly involved in my projects or understand our specific business, the ability to bounce ideas off them has been invaluable. I've asked questions like, "have you encountered this issue before?" or "have you explored this approach?" There's a wealth of knowledge within the company, and often, there's no need to reinvent the wheel. I've found that being proactive in reaching out to people, even those I haven't met in person, has been enriching. Dentsu University offers courses, and there's a wealth of information available if you seek it out and ask questions. While remote work might limit face-to-face interactions, fostering collaboration within our network is still possible. We are all part of one extensive agency, and many of us likely face similar challenges, even if we're in different silos.